Liquid Death: the canned water company worth $1.4 billion

Despite its oozing skull logo and mission to “murder your thirst”, Liquid Death is the softest drink going. It’s canned water. But its marketing prowess and profits are hardcore. The US-based company, whose products are now available in the UK, has enjoyed triple-digit growth for three consecutive years, making it a bona fide “unicorn” after branding its way to a $1.4 billion valuation and becoming the third most-followed drinks brand globally after Red Bull and Monster. It sells a range of flavoured waters and iced teas, and has proved it’s what it says on the tin, not what’s inside, that counts. Mike Cessario, its founder, has managed to make hydration rock’n’roll through design, partnerships and PR stunts like a recently-launched chance to win “an actual jet” (a riff on Pepsi’s infamous 1996 fighter jet sweepstakes, which turned out to be a joke). “The Dehydrator” – a L-39 Aero Jet capable of 470 mph – doesn’t come with a pilot, but does include a year’s supply of Liquid Death.